Community Engagement

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Community Engagement Social Marketing for
Nonprofits, Foundations and Government Agencies

• Dawn Wilcox, APR
• President, Penguin PR, Inc.
• November 15, 2006

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Background

• Deen Black
• Ogilvy PR
• Allison Partners
• Penguin PR, Inc.
• Social marketing, public education and nonprofit
  campaigns for past 12 years

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What is Social Marketing?

• Social marketing is defined as the application
  of commercial marketing technologies to the
  analysis, planning, execution, and evaluation of
  programs designed to influence the voluntary
  behavior of target audiences in order to improve
  their personal welfare and that of their
  society.
• A.R. Andreasen, Marketing Social Change Changing
  Behavior to Promote Health, Social Development
  and the Environment (San Francisco Jossey-Bass,
  1995).

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Social Marketing History

• 1971 Kotler Zaltman published article in
  Journal of Marketing
• Field grew in 1980s and 1990s used first for
  cardiovascular disease
• Now used primarily by government agencies,
  non-profits and foundations for various health
  issues

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Broad Overview

• Social Marketing changing individual behavior in
  order to benefit society
• Public Education using PR/marketing tactics to
  educate the public about issue less focus on
  long-term behavior change
• Cause Marketing creating a win-win
  relationship between a for-profit entity and a
  not-for-profit

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Broad Overview, cont.

• Media Advocacy purposeful and planned use of
  mass media to bring problems and policy solutions
  to the attention of the community and local
  decision makers
• Policy Advocacy communicating to elected
  officials and the public about an issue without
  requesting action on a specific piece of
  legislation

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How Does it Work?

• The Social Marketing Network run by Health Canada
  says social marketers have to understand the
  attitudes and behavior of target audiences,
  populations or groups of people they want to
  reach and find ways to change these attitudes and
  behavior. Just informing people about a
  particular issue isnt enough.
• Social marketing is changing an individual
  behavior in order to benefit the public good.

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How Does it Work?

• Social marketing guides audiences through four
  phases to complete a cycle of behavior change.
• Build awareness of the issue
• Challenge attitudes
• Change behavior
• Repetition of changed behavior

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How Does it Work?

• These phases take audiences through five stages
  of acceptance, with the goal being societal and
  cultural change
• Knowledge what you want them to know
• Persuasion why they should care
• Decision what you want them to do
• Implementation how they can maintain it
• Confirmation where/how they can tell others

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Developing a Campaign

• Develop Goal(s)
• Define Measurable Objectives
• Conduct Research!!!!!
• Identify Target Audiences
• Develop Key Messages
• Implement Program
• Monitor and Evaluate

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Campaign Tactics/Tools

• Media relations
• Community outreach (advisory committees, youth
  councils, advo-kits)
• Partnerships (entertainment industry, health
  groups, schools, media, other CBOs)
• Research
• Legislative education / outreach
• Special events
• Web site
• PSAs
• Advertising
• Collateral
• Published a book

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Case Study Get Real About Teen Pregnancy!

• Part of 10 year, 60M initiative funded by The
  California Wellness Foundation
• Initiative launched in 1995
• Public education campaign launched in 1998
• Budget of approx. 2M a year
• www.letsgetreal.org

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Campaign Goals/Objectives

• Campaign goal contribute to reduction in
  Californias teen pregnancy rates
• Campaign objectives
• - Increase awareness among adults about their
  role in teen pregnancy prevention and increase
  support for comprehensive sex education, access
  to contraceptive services and overall healthy
  adolescent sexuality by 25 percent
• - Inform and educate policymakers and opinion
  leaders about healthy adolescent sexuality and
  promising policies / programs to prevent teen
  pregnancy and increase the number of related
  bills by 20 percent
• - Increase number of media stories on issue of
  teen pregnancy and Get Real campaign messages by
  50 percent

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Case Study Get Real About Teen Pregnancy!

• Issue Teen Pregnancy
• Primary Audience Policymakers
• Secondary Audience Adults (parents and others
  who interact with teens)
• Strategy Implement an information and education
  campaign that uses campaign-published and
  campaign-distributed communication vehicles, as
  well as public media stories that have
  third-party credibility.

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Campaign Messages

• Its time to get real about teen pregnancy.
• Everyone can do something to prevent teen
  pregnancy.

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Get Real Campaign - Results

• Entire program was evaluated by research team
  funded by TCWF
• Contributed to the largest reduction in births to
  teens in the past ten years (40 percent decrease)
  
• Influenced policy changes in schools across
  California and at the State Office of Family
  Planning
• Influenced passage of laws supporting
  comprehensive sex education including AB 246 and
  SB 71

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Get Real Campaign - Results

• Produced a 100-percent increase in the level of
  news coverage of campaign messages
• Established partnerships with the California
  Department of Health Services and Los Angeles
  Unified School District
• Secured hundred of stories in general market and
  ethnic media
• Garnered pledges of support for local community
  action programs from local business, media,
  education and health representatives
• Garnered more than 60 million audience
  impressions since campaigns inception.

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Final Thoughts

• To achieve happiness,
• you must enjoy
• doing your
• best while
• contributing to
• something beyond
• yourself.

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dawn_at_penguinpr.comwww.penguinpr.com